Sector: Coffee Shop / Hospitality
Style: Fresh · Playful · Vibrant
 
Overview
Spartan Race is known for its high-intensity obstacle courses that challenge strength, endurance, and mental toughness. The brand is bold, rugged, and adrenaline-driven and every visual touchpoint must reflect that energy.

Role & Objective
As part of the Spartan creative team, my role was to translate the brand’s intensity into powerful visual communication across both digital and physical formats. The objective was to motivate participants, elevate the race-day experience, and maintain a cohesive brand presence from screen to course.

Project Scope
 

Key Areas of Contribution:

• Digital Marketing Assets

• Social Media Campaign Visuals

• Event Signage & Wayfinding

• Large-Scale Branded Installations

• Print Collateral & Merchandise Packaging

• Cross-Team Creative Collaboration

Design Approach

The creative direction focused on amplifying Spartan’s signature intensity, bold, gritty, and empowering. Every asset needed to feel strong and fearless, capturing the spirit of the race and the determination of its participants.
 

Approach Highlights:

• Strong, dynamic typography

• High-contrast visuals and color usage

• Graphic treatments inspired by endurance, grit, and movement

• Scalable design systems adaptable across digital and physical formats

• Fast-turnaround creative to support rapid campaign cycles

Execution

Digital Campaigns: Created social media graphics, promotional banners, and digital ads that built momentum around upcoming races and boosted participant sign-ups.

Event Signage & On-Course Branding: Developed large-scale signage, directional wayfinding, and branded installations used across event sites to guide racers and enhance the high-energy environment.

Print Materials: Designed race guides, VIP and participant inserts, promotional handouts, and merchandise packaging that aligned with Spartan’s rugged, motivational identity.

Team Collaboration: Worked directly with marketing and event teams to ensure the creative vision remained consistent—from pre-race hype online to the intensity of the on-ground experience.

Outcome
The resulting visual system delivered a unified, high-impact presence across all touchpoints. Designs amplified the brand’s reputation as the ultimate test of strength and endurance, while helping participants feel part of something truly epic.